Padue

User Acquisition Strategy

We acquire users through a combination of provider-led growth, on-the-ground activation, referrals, social media, partnerships, and targeted digital marketing. Our initial strategy is to build supply density first by onboarding verified mechanics, towing operators, and other service providers directly. Each provider brings an existing customer network, creating a natural channel for customer acquisition. We also use field activators to onboard providers and educate customers in high-traffic areas. On the demand side, we use Facebook, Instagram, TikTok, WhatsApp communities, and local digital communities to demonstrate real use cases and drive app installs. Referral and incentive programs encourage existing users and providers to invite others. As we expand city by city, we will build partnerships with businesses, vehicle fleets, universities, property managers, and other organizations that can introduce Padue to concentrated groups of potential users. We will also use location-based digital advertising and retargeting once we have sufficient usage data. Our core growth loop is simple: more verified providers → better availability and faster response times → more customer usage → more jobs for providers → stronger provider retention and referrals → more providers and customers. We are initially focused on building strong local density in Zambia before replicating this playbook across additional cities and, ultimately, other Sub-Saharan African markets.

Team

Dalitso Mbewe

Founder